By James Atkinson

Branding and distribution are secondary concerns for too many Australian craft brewers, according to Rekorderlig importer Red Island, which is confident of achieving cut-through with its new Quiet Deeds range of beers.

The importer, which will relinquish the Australian distribution rights for Rekorderlig later this year, recently launched a new craft beer division, Red Island Brewing Company.

Quiet Deeds Pale Ale is its first beer on the market, with an India Pale Ale and two further SKUs under the same label coming later this year.

Co-founder Patrick Alè told TheShout that he and partner David Milstein are applying the many lessons they learnt from their experience with the Rekorderlig brand to their new venture.

"We were trying to create a really approachable craft beer that had 'cut-through' with its packaging – a modern design, that also had a flavour profile that didn't alienate three quarters of the population," Alè said.

"I think that's one of the pitfalls of a lot of these craft brewers. They focus too much on the equipment and not enough on the actual brand, the packaging, the story, and getting the distribution right."

We have distribution in place: Red Island

Alè said Red Island's strong distribution network will hold it in good stead for the rollout of Quiet Deeds, which will be seeded in the on-premise and some independent retailers.

"We're not rolling out a huge campaign and throwing a lot of money above the line, it's more about growing it organically, letting people find it and really enjoying the beer and what the brand stands for."

According to Red Island, Quiet Deeds is a beer created "for those who would rather toast than boast".

"We don't pretend to have heritage or brag about long traditions," says the beer's website. "We aim to please in a no fuss way."

But Alè stressed that the focus on brand story has not been at the expense of the quality of the beer itself – the Pale Ale won a People's Choice Award for 'Best Pale Ale' at last week's Fed Square Microbreweries Showcase in Melbourne.

Quiet Deeds is currently contract brewed in NSW by Brewpack, but Red Island ultimately hopes to build and establish its own brewery to produce its beers.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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